I make stuff that hasn’t been done before. Because there’s nothing worse than a formula.

People, like myxomatosis in rabbits, become immune to the same old, same old way of doing things. So, I always want to be involved in campaigns that push the edge of the envelope a bit. Be that through technology, doing what the competition aren’t, or just approaching things in a way that will mean that everyone who is involved in the idea can end up sounding much more interesting than they really are when their eulogy is read out by someone who hates them.